Video Mystery Shopping: If it looks like a duck, swims like a duck, and quacks like a duck….it’s probably a duck!
According to Urban Dictionary, the definition of a car salesman is: ‘One of the shiftiest occupations someone can take. Car salesman earn commission from whatever they sell and will lure, lie, mislead, con, deceive people into buying a car. This is especially true when it comes to used cars.’
It goes on to say that a car salesman ranks 9.5/10 on the shifty scale along with the real estate agents, politicians and professional con men. Hum, I am not sure about you….but this is a pretty disparaging way to describe your profession. And, the fact that real estate agents are clumped into the mix doesn’t speak very highly to our new home sales industry either!
Yet, time and time again, as I watch literally thousands of video mystery shops, I hear otherwise intelligent, professional new home sales agents describe their builder’s warranty program like this: “We’ve got one of the BEST warranties out there….our one year warranty covers everything, “bumper to bumper”. I guarantee it!”
Bumper to bumper, really? Why would you want to compare yourself (or your profession) to that of a used-car dealer? People, we are selling new homes….not old cars!
When you are talking with your clients about your builder’s warranty program, do it in a way that builds trust with your clients. Find out what is important to them in a home warranty. Use your Builders’ story as an introduction to the home warranty plan. People do business with people they know, like and trust……that rapport has to be developed in order to achieve the sale. It doesn’t matter if you have the best warranty program on the PLANET, if you haven’t developed that level of rapport with your clients; they are not going to buy a home from you……period.
Ever heard the old saying, ‘if it looks like a duck, swims like a duck, and quacks like a duck, then it probably is a duck’? This is called INDUCTIVE REASONING. This is a kind of reasoning that constructs or evaluates general propositions that are derived from specific examples…..Therefore, if you look like a used-car salesman, talk like a used-car salesman, and act like a used-car salesman, chances are people are going to assume you are a used-car salesman.
Instead, I suggest that you look, talk, and act like a New Home Sales Professional. A person who is going to work for their client in order to insure they find the right home in the right community at the right price. Let’s raise the bar in the new home sales industry! Quack, Quack!